Join Workfront CMO, Joe Staples, and Bristol-Myers Squibb Director of Worldwide Marketing Operations, Jennifer Adams, as they share five valuable tips on how to make the "horror movie" of your day-to-day marketing work worthy of an Oscar nomination.

In this presentation we'll cover:
- How to conquer your constantly changing job requirements
- The right way to manage all of your work
- How to stay on top of deadlines and defeat fire drills
- Escaping your mutating workload
- Fighting for and gaining respect from other parts of your organization

Join us for this session, stop being scared, and start taking charge.

Speakers

Sponsor

Workfront is a digital work management platform that empowers teams to focus on the right work, do their best work, and deliver that work faster than ever before.
Ready to put an end to marketing work chaos? Try Workfront today.

Speakers

Overview

In this fireside chat, Rishi and Scott discuss the transformation underway in B2B marketing and how "consumerization" of the business buyer's journey parallels the digital dynamics in consumer marketing. Rishi will describe how Dun & Bradstreet has rearchitected its marketing department's Golden Triangle -- people, process, and technology -- to thrive in this new environment. You'll learn how D&B approaches its marketing stack (and the data flow that underlies it) and how its organization is structured and operates with ever-evolving tech-enabled capabilities.

Speakers

Moderator

Overview

Martech enables new brand experiences for customers. But to really matter, marketers need to foster authentic conversations built around the consumer and not the brand.

In this session, Ryan discusses customer engagement from pre- to post-purchase, using contextual email and real-time engagement on Keurig Green Mountain's website and beyond.

You will learn:
- the keys to success: connecting data, leveraging analytics to generate insights and orchestrating channels and offers to maximize brand experiences.
- three pillars of real-time marketing opportunities.
- how Keurig Green Mountain addresses real-time marketing challenges with the help of modern marketing technology from a variety of vendors.

Speakers

Moderator

Overview

Artificial intelligence is already everywhere and shows up in new places daily. It's just a matter of time before it finds your audience, writes your copy, designs your campaign, analyzes the results and books a DJ for the victory party, right?

Not so fast. This session take a hard look at who's involved in AI-driven campaigns, the challenges of executing those tasks, what's actually being done today and what might be done tomorrow. You'll come away understanding how to factor AI into your own technology plans and avoid dead-ends.

You'll learn:
- tasks current AI does well and tasks that are still best left to humans.
- the conditions you need for AI to thrive at your company.
- how to ensure different AI systems work together.
- what happens when your bot calls their bot, and who pays for lunch.

Speakers

Moderator

Overview

To succeed in a martech-powered world, your organization, teams and technology all need to be aligned. This is even more true for a $1B startup multinational conglomerate like GE Digital.

In this session, Neenu will share her journey orchestrating the right mix of marketing technology, processes and operations to scale a nascent business unit from day one to enable it to reach aggressive revenue targets. She will also share how her global team overcame siloed, disconnected marketing data to gain control, visibility and efficiency.

You'll get a look at the empirical research you can use to understand how high-growth organizations run their marketing teams. Attend this session and learn:
- strategies to building a martech stack from scratch and deliver value from day one.
- the importance of demonstrating time-to-value when making any marketing investment.
- how to align with finance to build trust and support through strong growth.

The One Metric That Identifies Qualified Buyers (No, It's Not Clicks Or Form Fills)

Overview

Do you ever feel like the metrics you have relied on since the dawn of marketing automation and "digital body language" just don't work as well as you thought? When it comes to identifying your most engaged and sales-ready prospects, there's only one metric that matters: consumption. Did they consume your marketing...or did they simply click on it? To your marketing automation platform, all of those clicks and downloads look the same, making it impossible to zero in on true buyer intent.

Being able to identify real content consumption so you can act on your most qualified buyers (and keep nurturing the ones that aren't) dramatically transforms your funnel. The new truth in B2B marketing is that only buyers who have consumed your marketing are truly qualified. Learn why they convert faster, at a higher rate, and at a higher value than the leads you pass today, and see how B2B marketers at companies like ADP, Rockwell Automation and Nimble Storage are using content consumption to drive better
outcomes.

Speakers

Sponsor

LookBookHQ builds software that accelerates B2B purchase decisions. By delivering more of the content people need about you and your products or services whenever and wherever they click, the LookBookHQ Intelligent Content Platform helps marketing & sales organizations educate prospects and customers faster and more efficiently. With attention at a premium, we use Content Science™ to make it easier for the right people to get the right content when they need it – so that you drive revenue.

The Rise of AI in Marketing: IDC Shares What Every Marketer Should Know

Overview

In 2017, the several dozen AI-enabled marketing applications will explode into the hundreds. And within a few short years, IDC says half of all companies will be using this new generation of computer intelligence.

Digital marketers must experiment with this technology and build it into their roadmaps now. Don't be left behind! Cognitive marketing is a competitive imperative for all marketers this year.

Join IDC digital marketing expert Gerry Murray to learn how cognitive marketing will be a game-changer for your business. In this session, he will teach you the fundamentals:

What the heck is cognitive computing?

What are the Top 10 applications in marketing?

Which functions within marketing will be affected?

How should marketers get started?

Speakers

Sponsor

Marketo provides the leading engagement marketing software and solutions designed to help marketers develop long-term relationships with their customers – from acquisition to advocacy. Marketo is built for marketers, by marketers and is setting the innovation agenda for marketing technology. Marketo puts Marketing First. Headquartered in San Mateo, CA, with offices around the world, Marketo serves as a strategic partner to large enterprise and fast-growing small companies across a wide variety of industries. To learn more about Marketo’s Engagement Marketing Platform, LaunchPoint® partner ecosystem, and the vast community that is the Marketo Marketing Nation®, visit www.marketo.com.

Alignment in The Engagement Economy: How Sales and Marketing Partner on Customer Experience

Overview

In the Engagement Economy - where finite attention makes every touch mission-critical - carefully choreographed sales and marketing alignment is still a necessary foundation for revenue success. But to win hearts and minds, alignment isn't enough. It's all about partnership! Join us to learn how to structure and elevate your sales and marketing relationship to deliver cohesive, value-added customer experiences.

Speakers

Sponsor

Marketo provides the leading engagement marketing software and solutions designed to help marketers develop long-term relationships with their customers – from acquisition to advocacy. Marketo is built for marketers, by marketers and is setting the innovation agenda for marketing technology. Marketo puts Marketing First. Headquartered in San Mateo, CA, with offices around the world, Marketo serves as a strategic partner to large enterprise and fast-growing small companies across a wide variety of industries. To learn more about Marketo’s Engagement Marketing Platform, LaunchPoint® partner ecosystem, and the vast community that is the Marketo Marketing Nation®, visit www.marketo.com.

Winning in The Engagement Economy

Overview

Digital transformation has forever changed the way companies do business. Today’s buyer, whether a business or consumer, is more informed, more savvy and more particular about the brands they choose than ever before. During his keynote, Steve will discuss how winning companies stay relevant by transforming their organization and customer experience in today’s digitally connected world. His remarks will be precursor to his book, Engage to Win coming later this year.

Speakers

Sponsor

Marketo provides the leading engagement marketing software and solutions designed to help marketers develop long-term relationships with their customers – from acquisition to advocacy. Marketo is built for marketers, by marketers and is setting the innovation agenda for marketing technology. Marketo puts Marketing First. Headquartered in San Mateo, CA, with offices around the world, Marketo serves as a strategic partner to large enterprise and fast-growing small companies across a wide variety of industries. To learn more about Marketo’s Engagement Marketing Platform, LaunchPoint® partner ecosystem, and the vast community that is the Marketo Marketing Nation®, visit www.marketo.com.

Speakers

Moderator

Overview

In late 2016, Staples created a task force to develop a plan to drive digital transformation. Frank's team was tasked with creating a plan and executing an innovative martech roadmap.

In this session, Frank and Mark will explain how Staples addressed challenges such as
- role reversal between marketing and IT.
- using martech to enhance and connect the customer journey.
- establishing an entirely new discipline under the martech banner.

They will share how and why a martech leader became part of the CMO Senior Leadership Team, how to explain what martech is and its value to the rest of the org, and how a CMO with more than 40 years of experience was able to embrace and pivot toward martech.

Speakers

Moderator

Overview

Marketing and customer engagement teams have been at the forefront of adopting more agile methods. However, most organizations still rely on outdated waterfall methods during critical early-stage decision-making on which vendors and tools to adopt.

This fast-paced session will offer a modern alternative to selecting the right tools, emphasizing a team-based, adaptive, hands-on methodology.

Attendees will learn how to:
- justify and craft a more empirical approach to technology selection and decision-making.
- properly test-drive technology in realistic situations.
- avoid key pitfalls in the process and negotiate the best possible deals.

Moderator

Overview

Marketing technology ownership is becoming a larger and larger issue in the C-suite. Depending on the company, it could be either IT, marketing or a hybrid. There's no right or wrong answer. There isn't a perfect framework from the analyst community or from the CEO community, which means every company does it differently. Making it more confusing is that the stack owner is often not the subject matter expert (SME), creating conflict between the stack owner and end users.

In this session, Justin will lead a panel of experienced martech executives from a variety of different companies to explore the pros and cons of different management structures for marketing technology, providing insights into how they manage and run their own companies. You'll learn different options for the governance of martech that you can adapt for your own organization.

Defragmenting the State of Account Based Marketing

Overview

Account Based Marketing (ABM) has rapidly gained steam over the past few
years. As with any methodology on the rise, this has caused ABM to be
poorly defined and carry a fragmented set of best practices. The reality
is that ABM is a discipline, with components that are both new and old,
that impacts - and requires stakeholders - across marketing, sales, sales
operations, and sales enablement. Learn how to architect an ABM program
that will generate sales opportunities within your strategic & high-value
targets.

Speakers

Sponsor

Seismic’s leading sales enablement solution allows marketing teams to personalize content at scale and equips large sales teams with the right content for every interaction, dramatically improving time spent selling and win rates. Seismic is the only sales enablement platform powered by machine learning algorithms and the award-winning LiveDocs® technology, which automates the creation of personalized sales materials within seconds. Real-time analytics provide unprecedented insight for marketing teams looking to gauge which content helps close deals, further aligning marketing and sales efforts.

Afternoon Marketo Keynote: Listen, Learn, Engage

Overview

Today's customers have sky-high expectations, tuning out all but the most relevant messages. At the very same moment, technology is making it easier for marketers to target the right audience. In this Engagement Economy, it's value-not volume-that wins every time.

In this session, you'll discover how to deliver on the promise of value with a new approach to marketing-Listening, Learning, & Engaging- and how doing so at scale will become the formula for success in this radically new world.

Speakers

Sponsor

Marketo provides the leading engagement marketing software and solutions designed to help marketers develop long-term relationships with their customers – from acquisition to advocacy. Marketo is built for marketers, by marketers and is setting the innovation agenda for marketing technology. Marketo puts Marketing First. Headquartered in San Mateo, CA, with offices around the world, Marketo serves as a strategic partner to large enterprise and fast-growing small companies across a wide variety of industries. To learn more about Marketo’s Engagement Marketing Platform, LaunchPoint® partner ecosystem, and the vast community that is the Marketo Marketing Nation®, visit www.marketo.com.

Speakers

Moderator

Overview

Like many digital marketing teams, the Economist's team goal is to convert anonymous website traffic into customers and retain the fans they already have. And like many digital marketers, the globally recognized media company has chosen to employ personalized marketing techniques -- on its site, in online ads and in email -- to accomplish its conversion and retention goals.

As part of its personalization efforts, the Economist chose a customer data platform (CDP) and adopted a hub-and-spoke model for integrating its marketing technology stack. Customer profiles are built by integrating behavioral data (from website visits, email engagement and more), and then applying data science to the task of determining what messaging resonates with each customer. In addition, The Economist is using machine learning to determine customers' and prospects' engagement levels so they may focus their efforts on those people who matter most at any given moment.

Steve, The Economist's head of marketing technology and operations, will discuss the personalization challenge unique to the media company's business, the techcologies they chose to help, and the results thus far.

Speakers

Moderator

Overview

If you think blockchain is some far-off technology that isn't relevant to marketing, you're mistaken. Blockchain technology is quickly affording CMOs the opportunity to demonstrate a clearer Return on Marketing Investment than many current alternatives.

In this session you'll see what you can do today with real-world examples of blockchain innovation at these ventures:
- MetaX, MadHive, and BAT plan to disintermediate ad tech.
- Loyyal seeks to reinvent how loyalty programs work across companies and industries.
- Steem offers and decentralized Reddit; Mastodon a decentralized Twitter that hints at a user-controlled, privacy centric future.
- 21.co provides a glimpse of the "pay for attention" future of market research.

Speakers

Moderator

Overview

What was true yesterday in marketing and technology will not be true tomorrow. Not only is your relationship with your customer changing, you also have to understand and manage investors, advisors, boards and your people.

In this session, Dave will discuss how:
- your current competitors are not your competitors of tomorrow. One of the biggest mistakes that big companies make is underestimating their Total Available Market and failing to identify emerging future competitors that come from unexpected places.
- innovation-driven acquisition can be the new R&D. Every industry is being transformed by technology. Acquisitions can infuse Digital DNA into a company's core business, business model and human talent pool.

Ditch the Old B2B playbook: Move beyond lead-gates without losing the leads

Overview

It's not easy being a marketer today: revenue-focused metrics coupled with an increasingly complex buying environment full of stakeholders from different generations with different engagement and buying habits are making it difficult to break through.

The old seller-centric B2B playbook - generic, lead-gated whitepapers with aggressive sales follow-up - is dead. Instead, we need a new approach, focused on creating engaging content and campaigns that drive actions, not just passive interest, to succeed.

Join us for this session to get real insights on how to break out of the "lead-gated whitepaper rut" and create more effective content across the funnel.

Key takeaways include:

Ways to create more modern, engaging forms of content that create more value for prospects and accelerate leads through the funnel

A new model for lead scoring and nurturing so you can start qualifying your leads based on sales criteria, not just activity

Ideas for taking your core content and make it relevant for your audience regardless of where they are in their buying journey

Best practices, examples, and tips for getting started

Speakers

Sponsor

SnapApp is redefining how marketers accelerate their content strategy, enabling them to create and deliver personalized content that engages and resonates with customers on a deeper level than ever before. SnapApp’s interactive content creation platform enables marketers to boost results by 2-3x across all their existing marketing programs. With SnapApp marketers can create, deploy, manage, and measure a wide range of interactive content across multiple channels, with full customization and design control to ensure content will perform well on any device. Backed by Providence Equity Partners, SnapApp customers include Oracle, Cisco, EMC, CEB, Blackbaud, PTC, and Equifax.

7 Human Behavior Hacks That Increase Engagement & Response

Overview

The emerging field of "decision science will soon have a game-changing effect on how marketers communicate. Evidence is uncovered every day by social scientists, neuroscientists and behavioral economists proving people are hardwired to behave in certain ways. And even though customers THINK they are in control, the fact is UP TO 95% of their purchase decisions are made subconsciously. And these automatic behaviors can be prompted! This has huge implications for marketing - how we conduct email campaigns, design pages and display ads, structure offers, write subject lines and content, etc.

By injecting these proven principles of social science into our digital and social creative, we can dramatically increase engagement and response. This session will explore how interactive marketers can incorporate decision science into their work - leveraging surprisingly persuasive scientific principles such as availability bias, scarcity, social proof and choice architecture.

Attendees will:

Discover how to hack hardwired human behavior to instantly up response

Speakers

Sponsor

Marketo provides the leading engagement marketing software and solutions designed to help marketers develop long-term relationships with their customers – from acquisition to advocacy. Marketo is built for marketers, by marketers and is setting the innovation agenda for marketing technology. Marketo puts Marketing First. Headquartered in San Mateo, CA, with offices around the world, Marketo serves as a strategic partner to large enterprise and fast-growing small companies across a wide variety of industries. To learn more about Marketo’s Engagement Marketing Platform, LaunchPoint® partner ecosystem, and the vast community that is the Marketo Marketing Nation®, visit www.marketo.com.

Speakers

Sponsor

Marketo provides the leading engagement marketing software and solutions designed to help marketers develop long-term relationships with their customers – from acquisition to advocacy. Marketo is built for marketers, by marketers and is setting the innovation agenda for marketing technology. Marketo puts Marketing First. Headquartered in San Mateo, CA, with offices around the world, Marketo serves as a strategic partner to large enterprise and fast-growing small companies across a wide variety of industries. To learn more about Marketo’s Engagement Marketing Platform, LaunchPoint® partner ecosystem, and the vast community that is the Marketo Marketing Nation®, visit www.marketo.com.

Speakers

Moderator

Overview

For many marketers, particularly those in SaaS businesses, there are two metrics that determine if you'll sink or swim - customer acquisition cost (CAC) and lifetime value (LTV). Most people think of martech driving funnel conversions through the sales cycle and minimizing the CAC. What people typically don't realize is that the LTV side of the equation does not start the day you close the contract, but rather at the very first interaction with a prospect. If used properly, martech can be beneficial from the first impression, all the way through to a long relationship of renewal contracts.

In this session, you'll learn how to use marketing technology tools at each stage of the prospect-to-customer relationship so you can deploy a marketing stack that maximizes customer satisfaction, renewal rates and ultimately, lifetime value, We'll discuss:

- how your choice of segmentation impacts your ability to raise LTV.
- ways to customize the "prospect experience" to create value during the sales process.
- tricks during the new customer onboarding process to get them hooked.
- intelligence-gathering techniques to expand your upsell rate.

How Philips Developed a Comprehensive Marketing Technology Strategy that Immediately Increased E-commerce Sales

4:30 PM-4:55 PM (25 min)

Speakers

Moderator

Overview

Marketing technology enables marketers to reach customers on their terms. Those who do it right capture significantly more marketing-attributable revenue. However, our research shows that over half of marketers cannot measure how effective their technology is or how much revenue is being left on the table.

In this case study session, Randy and Bertrand will share how a marketing technology strategy can uncover significant value by:
- building a clear approach to global and regional technology investment.
- uncovering technology capabilities that already exist within the organization.
- rapidly leveraging technology to identify over $15 million in e-commerce revenue potential.
- leveraging Agile principles to build quick test-and-learn sprints.

Speakers

Moderator

Overview

While we aren't to the point of flying cars (yet), it increasingly appears that the top SciFi movies of the 80s gave us a sneak peek of the future technology. We now have 3D printers that can replicate food and predictive machine-learning algorithms that can detect the early stages of pancreatic cancer based on health related searches.

We are seeing AI-infused technologies leading a shift in marketing and consumer behavior. Autonomous cars will mean that new surfaces can become screens for entertainment. Augmented reality and virtual reality will change our conception of what a retail environment looks like and they'll also allow brands can create an agent that is their virtual identity.

Search is moving from text queries to conversational dialogues with digital assistants that can intercede and engage on our behalf. The future of brand and consumer marketing is being moved to AI and machines.

Does your marketing strategy for the next 5 years prepare you for AI-led technologies? Let's talk about the shifts that are coming to marketing and how you can start to prepare your search strategy and guide your boss and your boss's boss to prepare for future.

Next Tech for Marketing

4:30 PM-4:55 PM (25 min)

Speakers

Moderator

Overview

Gerry will present the latest findings from IDC's "Next Tech" survey of marketing technologists. The data reveal differenced in martech design and spending based on key business drivers and marketing missions. He'll also discuss tech stack and roadmaps for different segments and select verticals, and present IDC's methodology for determining fitness between potential technologies and business requirements.

This presentation will help new and experienced marketing technologists cull the herd of martech vendors and key in on the most relevant solutions for their needs.

Speakers

Moderator

Overview

Best in Class (BiC) processes are the lifeblood of successful MarketingOps. Without them, it would be even more diffcult to deploy a world-class customer experience. Six roles and associated processes and capabilities consistently surface among BiC MarketingOps functions (in priority order):

This session is ideal for organizations establishing or looking to have their MarketingOps become a hub for performance management. Using examples from customer success stories, participants will learn how to:

- understand the role and processes of BiC MarketingOps.
- implement BiC processes for planning, alignment, implementation, measurement and communication processes around data, analytics, metrics, system, tools and reporting.
- recommend processes for improving role effectiveness.
- leverage MarketingOps to prove the value of marketing's contribution to overall business goals and outcomes.

Making the Leap from Chief Martech to Chief of Marketing

4:30 PM-4:55 PM (25 min)

Speakers

Moderator

Overview

Not many companies have someone at the marketing helm who grew up as a martech or demand generation professional. But many of those running martech dream of the day when data, results, smart targeting and the agile closed loop between brand, analytics and refinement will drive big organizational strategic decisions.

To get there, we "martech-ies" must understand and speak in terms that matter most to non-technical executive stakeholders.

This session will cover key learnings and suggestions for bridging the gap between martech and the C-suite. You'll learn:

- what no one cares about and what everyone cares about.
- how to calibrate the pace of change with the pace of the business.
- how everyone deep down thinks they are a marketer and how to turn this to an advantage.

Hello? Pick up the Phone, Your Best Customers are Calling

Overview

The best customers are those who call your company – they convert faster, buy more, and churn less. In fact, more than 61% of mobile searchers call when they're ready to make a purchase, more than visiting a website or physically going to a store. Marketers today are on the hook to quantify the path to purchase, which has become challenging as the customer journey becomes more and more seamless between digital and physical channels. In this session you'll gain actionable insights on how to strengthen the connection between your brand and your customers, and how to bridge the physical and digital world to help maximize your marketing investments and operating efficiencies to acquire the best customers–the ones who pick up the phone.

Speakers

Sponsor

Marchex understands the best customers are those who call your company - they convert faster, buy more, and churn less. Marchex provides solutions that help companies drive more calls, understand what happens on those calls, and convert more of those callers into customers. Our actionable intelligence strengthens the connection between companies and their customers, bridging the physical and digital world, to help brands maximize their marketing investments and operating efficiencies to acquire the best customers.

Please visit https://www.marchex.com/blog, https://www.marchex.com/blog or @marchex on Twitter (Twitter.com/Marchex), where Marchex discloses material information from time to time about the company, its financial information, and its business.

Engagement At Scale: Tackling the Intricacies of Global Customer Experience

Overview

Across all industries, companies are recognizing the importance of creating effective customer experiences that deliver truly personalized brand moments. As you expand globally, marketers are forced to ensure that products, services, digital and content are locally relevant for each individual market by adopting to a multitude of local buyer preferences.

But how exactly do you do that? How can a globalization strategy impact your brand and marketing efforts in both positive and negative ways? What are the details that you really need to pay attention to? In this session you'll learn about the most common challenges to delivering consistent and effective brand experiences, and the best practices employed by global brands who are achieving results.

In this session you will learn:

Common challenges of scaling customer experiences across global markets

Strategies for balancing global consistency and local relevance

Global operating models for digital excellence

Speakers

Sponsor

Marketo provides the leading engagement marketing software and solutions designed to help marketers develop long-term relationships with their customers – from acquisition to advocacy. Marketo is built for marketers, by marketers and is setting the innovation agenda for marketing technology. Marketo puts Marketing First. Headquartered in San Mateo, CA, with offices around the world, Marketo serves as a strategic partner to large enterprise and fast-growing small companies across a wide variety of industries. To learn more about Marketo’s Engagement Marketing Platform, LaunchPoint® partner ecosystem, and the vast community that is the Marketo Marketing Nation®, visit www.marketo.com.

Show Me The Money: Analytics that Reveal What's Really Working

Overview

Let's face it - figuring out which channels and campaigns are really impacting the business can be a challenge. But chasing this holy grail is worth it - marketers who tie their efforts to pipeline and revenue make better spending decisions and build credibility with sales and execs. Attend this session to learn how to get started with attribution reporting - without the spreadsheet gymnastics - so you can optimize your channel mix and prove ROI. You'll also hear real-world best practices from a Marketo customer.

Speakers

Sponsor

Marketo provides the leading engagement marketing software and solutions designed to help marketers develop long-term relationships with their customers – from acquisition to advocacy. Marketo is built for marketers, by marketers and is setting the innovation agenda for marketing technology. Marketo puts Marketing First. Headquartered in San Mateo, CA, with offices around the world, Marketo serves as a strategic partner to large enterprise and fast-growing small companies across a wide variety of industries. To learn more about Marketo’s Engagement Marketing Platform, LaunchPoint® partner ecosystem, and the vast community that is the Marketo Marketing Nation®, visit www.marketo.com.

Overview

We're dancing on the edge of a revolution. Marketing has fundamentally changed--it's no longer about interruption, but about connection, engagement and enrollment. Godin will share insights from his 18 bestsellers and his popular blog and seminars.

Speakers

Sponsor

Marketo provides the leading engagement marketing software and solutions designed to help marketers develop long-term relationships with their customers – from acquisition to advocacy. Marketo is built for marketers, by marketers and is setting the innovation agenda for marketing technology. Marketo puts Marketing First. Headquartered in San Mateo, CA, with offices around the world, Marketo serves as a strategic partner to large enterprise and fast-growing small companies across a wide variety of industries. To learn more about Marketo’s Engagement Marketing Platform, LaunchPoint® partner ecosystem, and the vast community that is the Marketo Marketing Nation®, visit www.marketo.com.

Speaker

Overview

To kick off day two of the conference, Travis will lead is through a fast-paced, action-packed session where he will showcase some of the lesser-known use-cases for martech within your organization. This 15-minute keynote will feature "hidden gems" of amazing martech that Travis has encountered on his journey.

Having demoed between 1200 and 1500 marketing technologies since his days as the global digital strategist at Symantec, his perspective, experience, energy, and entertaining personality will ensure that Day 2 starts off with a bang.

What could be better than starting our day with some cool technologies that most marketers probably don't even know exist?

Perspectives on the Evolution & Future of Martech from the 3 CMOs Who Launched It

9:15AM - 9:45AM

Speakers

Overview

The rise of the "marketing automation" category 10 years ago was arguably the Big Band of the martech industry. For the first time ever, CMOs from the three companies that led that revolution -- Eloqua, HubSpot, and Marketo -- will be on stage together.

In this candid fireside chat, Brian, Mike and Jon will reflect on the evolution of martech, where they see it headed, how it factors into their current leadership roles and what lessons they'd offer to other marketing executives.

The Next Two Clicks of Moore's Law -- Augmented Reality and the Future of Marketing

9:45AM - 10:30AM

Speaker

Overview

Over the next four years (just two clicks of Moore's Law), everything in our technology world will change.

We will look at our smartphone screens less as we use augmented reality and new wearable technology. Mobile phones themselves will transform, providing increasingly sophisticated virtual and augmented reality environments. Not only that, but our entire world will be interconnected thanks to beacons, the Internet of Things, new kinds of sensors and artificial intelligence that deliver immersive and always-on customer experiences.

Apple and Facebook have revealed their augmented reality strategies, which means your business needs one, too. Robert brings you the best from his travels visiting R&D labs, startups and innovators around the world. He'll inspire you with a new generation of amazing customer experiences that aren't science fiction; they're arriving right now.

Speakers

Moderator

Overview

Today, WGBH Boston depends on a 360-degree view of its local constituents to propel customer engagement to unprecedented levels. But it wasn't always that way. Hear how this leading public media organization re-set its marketing stack to reduce duplicate identities and improve member engagement with the help of RedPoint Global's customer engagement platform. Now WGBH delivers highly personalized experiences seamlessly across both digital and traditional channels - for itself and for other PBS and NPR stations across the country. With its next generation donor management platform, hosted in the Microsoft Azure cloud, WGBH provides high quality, cost-effective member engagement services to public media stations across the US - a strategy that has helped many stations stay strong amid the threat of federal funding cuts.

Among its many recognitions, WGBH won a coveted Gartner Customer Experience Excellence Award for its martech solution. Hear how the organization deployed and is leveraging its member engagement system to drive personalized interactions across multiple channels for both itself and other organizations.

Moderator

Overview

From high level stack trends to details on how leading practitioners are approaching stack development and evolution, this panel session led by Anita will start with insights gleaned from hundreds of B2B and B2C stacks and then focus in on the specifics of three different stacks.

Attendees will have the opportunity to hear first hand how our panelists, Jeff from Red Wing Shoe Co., Laurie from Entuity, and Shiva from iCrossing, have:
- aligned their stacks with business objectives.
- addressed the organizational challenges associated with driving stack strategy.
- selected the right anchor platforms for their environment.
- managed (or failed) in integrating key components of their stack.
- dealt with key challenges -- and the things they'd never do again.
- planned for continued stack evolution.

Speakers

Moderator

Overview

Many marketers today are experimenting with innovative management models like Agile, Kanban and Lean as a way to increase transparency and improve performance. The majority of Agile Marketing adopters, however, are in workgroups in larger organizations or startups as the running Agile at scale introduces a host of challenges. In this talk Frank will share some models for scaling Agile along with a case study of adapting a Scalable Agile Framework (SAFe) to work in large telecom firm.

Every Point in the Customer Journey Requires Trusted Data

Overview

In this presentation, Frank Guastafeste, Associate Director - Customer Data Governance at John Wiley & Sons, explains how building a foundation of trusted data enables businesses to discover a whole new level of customer insights to drive differentiated engagement in every phase of the customer journey.
He will also discuss the processes and business roles required to implement a single customer master within a data governance framework, the challenges the organization faced and the successes it has realized from a focus on data quality and governance.

Speakers

Sponsor

Digital transformation changes expectations: better service, faster delivery, with less cost. Businesses must transform to stay relevant and data holds the answers.
As the world’s leader in Enterprise Cloud Data Management, we’re prepared to help you intelligently lead—in any sector, category or niche. Informatica provides you with the foresight to become more agile, realize new growth opportunities or create new inventions. With 100% focus on everything data, we offer the versatility needed to succeed.
We invite you to explore all that Informatica has to offer—and unleash the power of data to drive your next intelligent disruption.

Fireside Chat: How Marketers Unify And Activate Customer Data

Overview

Learn from marketing technology leaders about how their investment in a customer data platform gives them the ability to unify and activate their customer data, unleashing new opportunities to drive efficiencies and cost-savings in their business, as well as better monetize their interactions with customers. In this fireside chat-style conversation, we'll hear from some of the most innovative marketers in their respective industries about their marketing objectives, how technology plays a role in their marketing operation, and the role of a CDP in their stacks.

Speakers

Sponsor

Marketo provides the leading engagement marketing software and solutions designed to help marketers develop long-term relationships with their customers – from acquisition to advocacy. Marketo is built for marketers, by marketers and is setting the innovation agenda for marketing technology. Marketo puts Marketing First. Headquartered in San Mateo, CA, with offices around the world, Marketo serves as a strategic partner to large enterprise and fast-growing small companies across a wide variety of industries. To learn more about Marketo’s Engagement Marketing Platform, LaunchPoint® partner ecosystem, and the vast community that is the Marketo Marketing Nation®, visit www.marketo.com.

Speakers

Moderator

Overview

In less than three months, Steve and his team at Boston Private conceived a content marketing strategy, implemented all of the technology to facilitate it and built the engine to continuously generate content.

This presentation will dive into the details of what the company did, what worked and what didn't and how you can apply their experience to:
- enable sales participation in targeted campaign development that drives sales.
- source the right vendors to help develop campaign strategy and content.
- build the technology stack to deliver email (with future channels planned), post website content, observe content engagement and notify sales for follow-up.
- link prospect behavior to pipeline activity to close the loop on marketing ROI.

Speakers

Moderator

Overview

Artificial Intelligence and machine learning have permeated all things technology. Sales and marketing are no exception; AI is being touted as the promised land of next-generation customer experience.

At the foundation of all machine learning is lots of information. The better the information is structured, the more relevant and meaningful the customer experiences that can be created. Good AI is all about training programs to process data into information and information into knowledge.

Structuring data for user interaction has historically been the realm of information architects. In this session, you'll learn how good AI requires great IA, and five things you need to know to create game-changing customer experiences.

Moderator

Overview

Hiring is always a challenge, and hiring for martech as it evolves and changes is even more difficult. In many cases, your HR or recruiting team may not even know what "martech means or where to look for talent. Good talent gets scooped up fast, and the best talent isn't looking to make a change.

Attend this session for a 360-degree view, with perspectives from the hiring team, the recruiter and the winning candidate. Whether you're hiring a marketing technologist or you're a marketing technologist that wants to move up, you'll gain valuable insights.

This session answers these questions:
- Can a marketing technologist with a B2B background make the switch to a B2C company successfully?
- On a scale of marketer to technologist, what are we looking for and why?
- How should the marketing technologist plug into the organization, and what interlocks and handoffs will they have with other areas of marketing and IT?

We'll also reveal:
- how we scouted -- and sold to -- great martech talent.
- which interview questions and assessments we used to evaluate hard and soft martech skills.
- how aspiring martech leaders can distinguish themselves in a recruiting process.
- how to onboard a new marketing technologist into your organization.

How Port City Java Grew 30+ Locations Using a Smart Social Media Platform

Overview

As Port City Java began facing the common challenges all fast-growing franchises endure, they knew they needed to quickly implement a solution - one that would centralize and streamline their day-to-day workflow struggles with social media content, conversations and digital assets in order to grow and manage their brand across all locations and the organization as a whole.

In this session, you will learn:

- The growing pains Port City Java faced as their franchise expanded to 30+ locations- How implementing four key features in a social media management platform allowed them to take back control of their brand and their numerous accounts across social media- Their successful results including increased brand awareness, more followers gained and empowered employees through an intelligent workflow solution

SOCi's innovative social media management platform has solved these very problems for many franchises like Port City Java, and in this session we will break down their case study to demonstrate how you can emulate the same success through the latest smart technology.

Speakers

Sponsor

SOCi is the leading enterprise solution for content discovery and social media marketing. SOCi's proprietary content scoring technology shows social media managers content proven to engage targeted audiences. The platform streamlines the social media management process including design, scheduling, monitoring and reporting enabling social media marketers to manage hundreds, even thousands of accounts.

Speakers

Moderator

Overview

Engaging and personalizing customer interactions across channels was once a pipe dream. But Dr. Martins now gleans insights about customer behavior by applying machine learning to customer profiles and powering its marketing tools with what they're learned.

Kyle will talk about the success the company achieved in personalizing experiences for customers on their e-commerce site, in email marketing and in online advertising. He will delve into specific use cases such as:

Speakers

Moderator

Overview

Are CMOs and other marketing leaders unintentionally creating business and reputational risk for the very brands they should be stewarding? No one struggles with this more than Holly, CMO of RSA Security.

Using examples from her own experiences, she'll demonstrate how modern marketers can play a more active role in cybersecurity.

You will:
- hear examples of security breaches (such as the one experienced by the DNC) that gained entry through marketing.
- understand how to execute cross-collaboration between security and marketing leaders.
- learn security nest practices for evaluating martech vendors.
- hear findings from new research polling marketing and IT leaders on cybersecurity.

Speakers

Moderator

Overview

As one of the fastest-growing CPG companies in the world today, Newell Brands is driving growth on all fronts, from digital marketing to an aggressive enterprise innovation pipeline and astute acquisitions. The company's New Growth Game Plan establishes a clear set of investment priorities, a new organization design for the company and a sharp set of portfolio choices that will focus resources on the businesses with the greatest potential for growth and value creation. Underpinning it all is an enterprise martech strategy to ensure insights are systematically used in marketing and innovation decisions and all players are aligned in transparent governance processes.

Team members across Marketing, Insights, Sales, R&D, Operations and Finance log in daily to collaborate with colleagues and make the New Growth Game Plan their reality.

In this case study, Victor will outline the strategy and Olaf will show how the software motivates and enforces excellence, collaboration and compliance every step of the way. You'll gain insights into:

- an evolving enterprise martech strategy.
- establishing and maintaining marketing and innovation excellence.
- how to establish goverance that is both transparent and effective.

The Four R's of Customer Engagement for Marketing Success

Overview

Marketing has evolved from its role as influencer to driver of the entire
customer experience-from acquisition through to advocacy. To support this
expanded role, there has been an explosion of technology vendors offering
solutions to address every conceivable aspect of marketing. How can you put
together the right pieces to win? In this educational and interactive
session, you'll discover the key technologies needed to deliver the four
R's of customer engagement-the right message, the right channel, the right
time, and relevance across all three-and how to use them to generate
awareness and keep customers engaged across the entire customer lifecycle.

Speakers

Moderator

Overview

If you're like most marketers, your conversations are dominated by a variety of themes including digital, branding, communications, advertising, social media, technology, data, loyalty, personalization, cyber security, physical engagement, sales, ROI, conflicting regulations and privacy -- to name more than just a few.

In this session, Michael will wrangle all the buzzwords and illustrate three paths forward you can use to prepare yourself and your company for a new era of marketing: the era of the connected individual, and the Me2B business model.

Michael will explain how the untamed big data economy, the inspirational digital sovereignty economy and the emerging personal data economy can and will coexist in the same riverbed of people-engagement for years to come. He'll share strategies and frameworks you can leverage today to ensure you're prepared to maximize the opportunities facing you now and in the future.

Speakers

Moderator

Overview

Artificial intelligence is changing how consumers spend their most precious resource: their time. Understanding how customers interact with brands at all points along their journey, how this experience is affected by AI and the opportunities and risks for consumer brands is essential for marketers.

Come learn from Quartz AI's unique consumer research, in-house trials, and in-depth user studies. We'll discuss the key technologies you need to understand, the most exciting use cases, and how machines will affect your human employees.

Specifically, come learn:
- How machines learn from data, how they make decisions differently than humans, and how this changes the way consumers are presented with choices - through text and voice across all platforms.
- What consumers want (and don't want) from your AI-powered marketing.
- How the big tech companies are planning to dominate and what that means for you.
- What you should be doing to increase traffic, identify new customer segments, employ emotionally-aware AI, automate campaigns, and measure success.
- What technologies you should be watching out for in the next few years.

Moderator

Overview

With the marketing field infused with technology, flows and interconnected software, the time is right for marketing to draw on the benefits of a powerful, analytical and prescriptive discipline. Established in the 1950s by the MIT Sloan School of Management, the field of system dynamics has long been applied to manufacturing and operations and is now being adadpted, deployed and used by marketing and technology teams.

In this session you'll:
- understand what system dynamics is and how it can be applied to marketing.
- gain a new tool for understanding and optimizing complex marketing environments.
- learn how system dynamics relates to AI, machine learning and optimization for exponential growth.

2018 Marketing Planning: The Time to Improve is Now. Presented by Thomson Reuters and Hive9

Overview

Better planning will drive better business results! According to SiriusDecisions 2017 CMO survey, strategy and planning ranked as the #1 process to improve compared to 2016. Companies are realizing what they thought were execution and measurement problems are often planning and strategic alignment problems.

Come learn and discuss the value of a better way of marketing planning in a case study with Thomson Reuters. We will share:

common challenges in your marketing plans to meet 2018 goals,

struggles and inefficiencies in the planning process itself,

making the case for change,

5 elements of a world class marketing plan, and

how to get started with improvements right away

Speakers

Sponsor

Hive9 helps marketers create the best marketing plan in their company’s history, automatically connected to financials, performance and the total predicted impact on the business. We believe better planning drives better performance, and the value our customers receive is up to 25% of your marketing program budget. The value starts with plan visibility, collaboration and goal setting, aligning your people, activities and spending to your company strategy. We connect actual spending and performance data to ensure no financial surprises and give you the best picture of what is working and the return on your investments. Join industry leaders like GE, Thomson Reuters, Workfront and Dun & Bradstreet in building a better marketing plan!
Please come see our speaking event at 4pm on Wednesday, October 4 – 2018 Marketing Planning: The Time to Change is Now! We are also at booth #62 where you can see the solution in action.

Editorial & Sponsored Sessions

Most sessions at MarTech are "editorial" ones, where speakers have been selected based on the quality of their content. These sessions are organized by the MarTech programming team. No speaking slots are sold in editorial sessions.

Sessions in Solutions Track, Breakfast Keynotes, Lunch Presentations and Marketing Nation Roadshow are paid speaking slots. The content is produced by the sponsor. Sessions in the Solutions Track and the Marketing Nation Roadshow are open to those with MarTech All Access passes and those with Expo+ passes.

Track Sponsors have their company associated with a particular track, in the way that sponsors also are associated with the entire show. However, Track Sponsors do not program a track or influence the selection of speakers.